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Culture will always matter in business and without such forecasts, corporations will always experience unexpected changes that they may not be prepared for. For instance, if Microsoft had foreseen the importance of social media, they could have owned the technical world’s future. This instead was left for the social media giants Facebook, Apple, and Google, who are reaping fortunes from it. Another good example is the Levi-Strauss Company who missed the baggy jeans hip hop trend in their jeans and apparel making (Dubois, 2012).